How Squid Game Mania Generates Massive Sales

Top line

“Squid game” the hugely popular Korean-language Netflix series released on September 16 has sparked such worldwide fascination – from an actual release in Abu Dhabi to increased interest in the Korean language in the UK – it is creating its own economy, increasing sales everything from plain white sneakers and obscure candies featured on the show.


In the dystopian thriller, contestants dressed in white tracksuits and slip-on sneakers compete in six matches for a cash prize of $ 38 million, and viewers are eager to purchase merchandise that matches the characters in the series.

White Vans Pointed Slip-On Sneakers On Sale 7.800% since the show started, while sales of white slip-ons have generally increased by 97%.

Searches for tracksuits to match competitors and red boiler suits to match the show’s guards also increase.

Sales of Dalgona, the brittle Korean candy featured on the show, are on the rise, with only one supplier report a 250% increase in sales.

Netflix capitalizes on the merchandise frenzy, announce a partnership Monday with Walmart to open a section of the retailer’s website dedicated to selling merchandise from hit Netflix shows.

Actress HoYeon Jung, a successful star of the series, growth his Instagram account grew from 400,000 to 18.9 million and signed deals with Adidas and Louis Vuitton.


Some fans of “Squid Game” go further by imitating their heroes on the screen, by participating in a real version of the series. The Korean Cultural Center in the United Arab Emirates will stage a recreation of some of the games from the show on Tuesday, although the prize for the 30 shortlisted contestants is a green tracksuit, not the show’s $ 38 million cash prize, and the losers won’t face violence.

Surprising fact

In the two weeks since the release of “Squid Game”, Duolingo saw a 76% increase in the number of new users looking to learn Korean in Britain, according to Reuters. The language course platform reported a 40% increase in the number of new Korean learners in the United States during the same period.

Large number

$ 836. The cash prize of the “Squid Game” has only increased by $ 836 per player over the three decades of the games, based on inflation. calculations of Forbes the writer Lisette Voytko.

What to watch out for

In September, Netflix co-CEO Ted Sarandos noted of “Squid Game” that there is a “very good chance that it will be our greatest show of all time”, overtaking “Bridgerton”, which brought 82 million viewers during its first 28 days on the streaming platform.

Further reading

Have you seen the bloody Squid Game TV show? Now buy the tracksuit… (The Guardian)

Netflix to sell “Squid Game” and other products on Walmart’s site (The Wall Street Journal)

Netflix to remove “Squid Game” number after owner bombarded with prank calls (Forbes)

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